Vention is a manufacturing automation platform — engineers design, order, and assemble custom industrial equipment on a single system. The product is strong. The challenge was access: in industrial automation, the decision-makers are insulated, and everyone claims to save them money.
Like many companies at this stage, Vention had leaned on paid channels. The CPAs were high and climbing, and the spend never fixed the real constraint — prospecting that reached the right people with the right relevance.
Outcome
Inside a quarter, the engagement produced $85K in additional revenue, a more scalable outreach process, and stronger engagement from exactly the accounts Vention wanted — several of which turned into repeat business.
The Objective
Reach manufacturing and automation decision-makers through the operational pain they were already living with, and open conversations that felt like relevance, not interruption.
The Approach
1. Map the pain
- high production costs driven by inefficient manual assembly
- long lead times on custom equipment
- inconsistent quality across production lines
2. Scale the outreach without losing the specificity
Personalized, pain-point-focused messages went out systematically, with calibrated questions designed to start conversations rather than pitch slots on a calendar.
3. Prioritize ruthlessly
High-quality responses were segmented and worked first. Nobody’s time was spent on maybes while a yes was waiting.
4. Optimize continuously
Messaging and targeting were tuned week over week against what was actually converting.
Why It Worked
- Relevance replaced reach as the operating principle.
- The buyer heard about their problem, not the product, first.
- Costs fell while conversion rose — the opposite of the PPC treadmill.
- The process compounds: every cycle taught the next one.
In Short
Eighty-five thousand dollars of new revenue in under sixty days, in one of the most relationship-dense categories in B2B. The lesson: in markets where everyone knows everyone, you don’t win by being louder — you win by being precisely relevant, at the right moment.
Results from an engagement delivered on the routed-introduction network Orbeon operates within.
